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Advertising efficiency and the choice of media mix: a case of beer

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  • Fare, Rolf
  • Grosskopf, Shawna
  • Seldon, Barry J.
  • Tremblay, Victor J.

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  • Fare, Rolf & Grosskopf, Shawna & Seldon, Barry J. & Tremblay, Victor J., 2004. "Advertising efficiency and the choice of media mix: a case of beer," International Journal of Industrial Organization, Elsevier, vol. 22(4), pages 503-522, April.
    • Handle: RePEc:eee:indorg:v:22:y:2004:i:4:p:503-522
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    1. Gary S. Becker & Kevin M. Murphy, 1993. "A Simple Theory of Advertising as a Good or Bad," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 108(4), pages 941-964.
    2. Fare, Rolf & Grosskopf, Shawna, 1985. " Nonparametric Cost Approach to Scale Efficiency," Scandinavian Journal of Economics, Wiley Blackwell, vol. 87(4), pages 594-604.
    3. Seldon, Barry J. & Jewell, R. Todd & O'Brien, Daniel M., 2000. "Media substitution and economies of scale in advertising," International Journal of Industrial Organization, Elsevier, vol. 18(8), pages 1153-1180, December.
    4. Stephen Farr & Carol Horton Tremblay & Victor Tremblay, 2001. "The Welfare Effect of Advertising Restrictions in the U.S. Cigarette Industry," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 18(2), pages 147-160, March.
    5. Pritchett, James G. & Liu, Donald J. & Kaiser, Harry M., 1998. "Optimal Choice Of Generic Milk Advertising Expenditures By Media Outlet," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(1), pages 1-15, July.
    6. Slade, Margaret E, 1995. "Product Rivalry with Multiple Strategic Weapons: An Analysis of Price and Advertising Competition," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 4(3), pages 445-476, Fall.
    7. Alvin Silk & Lisa Klein & Ernst Berndt, 2002. "Intermedia Substitutability and Market Demand by National Advertisers," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 20(4), pages 323-348, June.
    8. Henry W. Kinnucan & Yuliang Miao, 1999. "Media-specific returns to generic advertising: The case of catfish," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 81-99.
    9. Mark J. Roberts & Larry Samuelson, 1988. "An Empirical Analysis of Dynamic, Nonprice Competition in an Oligopolistic Industry," RAND Journal of Economics, The RAND Corporation, vol. 19(2), pages 200-220, Summer.
    10. Leibenstein, Harvey, 1973. "Competition and X-Efficiency: Reply," Journal of Political Economy, University of Chicago Press, vol. 81(3), pages 765-777, May-June.
    11. Porter, Michael E, 1976. "Interbrand Choice, Media Mix and Market Performance," American Economic Review, American Economic Association, vol. 66(2), pages 398-406, May.
    12. Tremblay, Victor J, 1985. "Strategic Groups and the Demand for Beer," Journal of Industrial Economics, Wiley Blackwell, vol. 34(2), pages 183-198, December.
    13. Joe Kerkvliet & William Nebesky & Carol Tremblay & Victor Tremblay, 1998. "Efficiency and Technological Change in the U.S. Brewing Industry," Journal of Productivity Analysis, Springer, vol. 10(3), pages 271-288, November.
    14. Henry G. Grabowski, 1970. "Demand Shifting, Optimal Firm Growth, and Rule-of-Thumb Decision Making," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(2), pages 217-235.
    15. Seldon, Barry J. & Jung, Chulho, 1993. "Derived demand for advertising messages and substitutability among the media," The Quarterly Review of Economics and Finance, Elsevier, vol. 33(1), pages 71-86.
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    Cited by:

    1. Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2019. "Advertising efficiency and profitability: Evidence from the pharmaceutical industry," Post-Print hal-02096913, HAL.
    2. Karagiannis, Giannis, 2012. "More on the Fox paradox," Economics Letters, Elsevier, vol. 116(3), pages 333-334.
    3. Jon P. Nelson, 2006. "Alcohol Advertising In Magazines: Do Beer, Wine, And Spirits Ads Target Youth?," Contemporary Economic Policy, Western Economic Association International, vol. 24(3), pages 357-369, July.
    4. Natsuko Iwasaki & Barry Seldon & Victor Tremblay, 2008. "Brewing Wars of Attrition for Profit (and Concentration)," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 33(4), pages 263-279, December.
    5. Nadine Lindstädt & Oliver Budzinski, 2011. "Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?," Working Papers 113/11, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
    6. Chen, Chien-Ming & van Dalen, Jan, 2010. "Measuring dynamic efficiency: Theories and an integrated methodology," European Journal of Operational Research, Elsevier, vol. 203(3), pages 749-760, June.
    7. Michael Vardanyan & Victor J. Tremblay, 2006. "The measurement of marketing efficiency in the presence of spillovers: theory and evidence," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 27(5), pages 319-331.
    8. Gomes, Orlando, 2006. "The dynamics of television advertising with boundedly rational consumers," MPRA Paper 2847, University Library of Munich, Germany.
    9. Andrea Ellero & Stefania Funari & Elena Moretti, 2008. "Leading advertisers efficiency evaluated by data envelopment analysis," Working Papers 167, Department of Applied Mathematics, Università Ca' Foscari Venezia.
    10. Konrad, Renata A., 2019. "Designing awareness campaigns to counter human trafficking: An analytic approach," Socio-Economic Planning Sciences, Elsevier, vol. 67(C), pages 86-93.
    11. Vahideh Sadat Abedi, 2017. "Allocation of advertising budget between multiple channels to support sales in multiple markets," Journal of the Operational Research Society, Palgrave Macmillan;The OR Society, vol. 68(2), pages 134-146, February.
    12. Zhang, Jianqiang & He, Xiuli, 2019. "Targeted advertising by asymmetric firms," Omega, Elsevier, vol. 89(C), pages 136-150.

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